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Gabrielle Gaytan
Marketing
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Content
Sony/Columbia Pictures Events The Interview, Chappie, Paul Blart: Mall Cop 2
Media Plan
The Avengers: Age of Ultron
Marketing Plan Apple
Advertising Campaign M.A.C. Cosmetics
Movie Break Down: Semiotics Looper
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Sony/Columbia Pictures Events
The Interview, Chappie, Paul Blart: Mall Cop 2
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My responsibilities as an intern at Allied Integrated Marketing were to help my supervisor create and plan events around upcoming movies for our designated studio. I worked with Sony and Columbia Pictures to help create events on college campuses and around the Chicago-land area for THE INTERVIEW, CHAPPIE, and PAUL BLART: MALL COP 2. I partnered with different clubs and events that fit the target audience to give away promotional items and advanced screening passes.
CHAPPIE
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THE INTERVIEW
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PAUL BLART: MALL COP 2
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Media Plan
The Avengers: Age of Ultron
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I was challenged to create a media plan for my Introduction to Media class around a new product for 2015. We were given a budget and a year time frame to plan for. I decided to chose the new Avengers movie because I want to pursue a career in the Entertainment Industry and I thought it would be great practice. I was able to create a media plan in the four months prior to the release of the movie. I used my skills in MRI+ and math to help create a cohesive and strategic plan. I was able to use all but about three dollars.
Marketing Objectives
Company Overview
To exceed the previous Avengers movie in opening weekend box office sales. To be the number one movie in America not only in its first week, but for 3 weeks in a row.
Marvel Studios- Sequel to the 2012 Avengers movie. Total Assets- $937,600,000 Founded in August 1939. Three segments: Licensing, publishing, and Film Production. Disney acquired Marvel on December 31, 2009 for $4 billion. Everyone in the comic book industry didn’t believe it was going anywhere.
Target Audience Graduated college plus. Professional and related occupation. HHI: $150,000+ Never married Reads comic books and watches movies often. More into watching online or on demand. Big into sports and video games. Likes the adventure and action aspect of movies, while also enjoying the actors on the movies. Likes to go out and have fun without going too crazy. Drawn to the celebrity appeal and sex appeal that the stars have to offer. Listens to music and likes to read more into that and video games in magazines.
Competitors
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SWOT Analysis Strengths: Star studded cast. Previous success in the marvel franchise. The following from the comic group crowd. The ability to do cross overs in movies and to continue creating movies (sequels). High profile director and special effects teams. Big media buzz around the new characters. from the same production company
Weaknesses: Having to many movies coming out in to close of a time span. Having to work around the busy schedule of the A-list starts and their other projects. Over doing the special effects. Having it look to fake. Showing the face of the villain to early before the movie. Alienating moviegoers by not having their favorite character in the movie (Loki). Making the movie to similar to the first Avengers movie, not advancing their characters enough.
Threats: Having their secrets leaked before the release of the movie. Similar themed movies coming out around the same time. Not being able to compete with the success of the previous Avengers movie. The movie being released on a day when another high profile movie is being released. Competing with a movie from the same production company.
Opportunities: Doing a ton of promotion before the movie. Special events for brands related to the movie. Creating an interactive campaign that uses your phone and gameification. The company leaking their own type of spoilers leading up to the movie. Being able to explain all of the new characters storyline in a way that flows.
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Financial Statement Television: $4,554,000 Internet/Interactive: $258,810 Magazine: $2,351,287 OOH: $2,835,900.60 Budget: $10,000,000 Total Used: $9,999,997.60 Left Over: $2.40
Media Strategies I chose to do all 18 weeks of Prime time television based off of the MRI+ data I found. Each genre the movie is categorized under did not rely heavily on television. That is why I chose to do only 10 GRPs per week. The MRI+ data revealed that each genre of the movie relies heavily on internet promotion. I choose the sites with some of the highest index numbers and chose higher impression rates. I decided to do a 2 day IMDB.com homepage takeover to promote the release of the movie. It will run the day of and the day before for the midnight releases. The data also revealed the genres heavily relied on magazine and Out-Of-Home advertising. I chose a variety of men and women’s magazines to appeal to both of my target audience members. I also chose the OOH options that would be seen the most by the masses to gain those newer consumers.
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Brand Profile Apple
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I had to create a brand profile around an existing company. I was introduced to all of the websites that agencies use to find all of my research. The idea behind the plan was to gain more research knowledge and to show the students how doing research in an agency looks like. It also introduced us to those websites so that we have a working knowledge of what to look forward to and have experience when looking for a job. I decided to do Apple for my project because they are one of the leading companies in technology and I stand by their projects. It was difficult to find certain aspects of each product because they’ve had so many different generations for each of their products.
Consumer Buying Behavior Primary Target Audience: Consumer demographics: More liberal, live in urban areas and prefer movies by Woody Allen. Apple users are 29% more likely to be over 35. There are 3 different categories for iPhone buyers. Convenience: Age 25-54, Primarily male, multitaskers, higher salaries, on-the-go, and goal oriented. Entertainment: Age 18-25, mixed gender, budgeting skills, trend-setters, and educated. Staying Connected: Age 20-40, primarily female, secondary education, hold family dear, tech savvy, and first to go home. Other external factors influencing brand purchasing: Younger buyers consider an iPhone to be more of a parents phone.
Consumer Buying Decision Who most influences the buying decision? Apple does a really good job at influencing the buying decision. The brand is considered a “rich persons” phone by the marketers so that who buys the phones. They also have a very friendly and genuine service to the consumer. Who makes the final buying decision? I would say more males make the final buying decision. Who makes actual product purchases? Not just one gender buys, both genders actually purchase the product. Who is the user of the product? “Rich” people who are smart and successful.
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Product Distribution Direct and Indirect Direct: own sales force, door-to-door, mail, own store, Internet? They have their own stores for people to come and shop for their products. They also sell their products online and have a very knowledgeable sales team. That way when people come to shop in their stores every employee knows how to help. They even have certain employees that are “geniuses” for each product. They also have a service provider outlet where the consumer can “test drive” the iPhone, select the rate plan, signing a contract and picking up the phone right away. Indirect: They sell their phones through many different retail stores. Multiple Distribution Channels, if used (identify middlemen): Some retailers that Apple sells their products to are Best Buy, Target, and WalMart. These big chain stores have separate mobile departments that you can either buy a contract plan with the phone or at retail price to add to an existing line. Some other distribution channels would be major phone retailers like AT&T,Verizon, Sprint, T-Mobile, and now China Mobile. This way existing customers can go to their phone companies local branch and buy the phone from a sales associate that is not only knowledgeable about the technology, but their primary focus is on phones. The flow of their distribution strategy looks like this: Product Setting: China based, various suppliers, one assembling unit-> Apple inc.: logistic center, regional logistic centers, and support service center-> Service provider: retail distribution, regional warehousing and storage-> Customer: service plan and unlocked phones.
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Product Promotions Advertising Primary consumer selling message: Progress is a beautiful thing. Advertising selling message (tagline): iPhone 5C – For the colorful. iPhone 5S- Forward thinking. Types of media used (TV, radio, Internet, out-of-home, etc.): Ads can only be displayed on well-lit billboards, shopping malls, and bus shelters. Any print advertisements are only allowed in metropolitan newspapers and magazines and have to be full-page ads. Any TV commercials they air have to run nationally and during mainstream programs.
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Advertising Campaign M.A.C. Cosmetics
My Advertising Workshop class was like a mini session campaign for a brand. We were divided into groups and picked a brand we wanted to work on for the whole semester. We had to create a situation analysis and creative campaign for an existing product or new product release. My group used MAC cosmetics as a the brand and we each worked on individual portions of the project and then come together to add them and discuss what we learned. Our final creative campaign included Beyonce as a new MAC spokesman because she fit the standards of MAC based on our research. My group partners were: Stephen Davalos, Lian Ginder, and Kymonee Cannon.
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Company Analysis Estee Lauder: is a manufacturer of “prestige� makeup, skincare, fragrance, and hair care products. Products/Brands: Bobbi Brown, Missoni, Origins, Smashbox Cosmetics, Michael Kors, Tom Ford Current Sales Analysis: Overall sales: $10,968,800,000 Market shares: Their sales over the past 3 years have been extremely stable. Philanthropic Strategies: MAC Cosmetics has 5 different social initiative programs MAC Cruelty Free Beauty Back 2 MAC Recycling: offers free lip gloss, eyeshadow, or lipstick at any MAC location (lipsticks only at MAC counters in department stores) with the return of six empty MAC containers. The only items that can be obtained free through Back 2 MAC are original Lipglass (excluding: Lustreglass, Plushglass, Cremesheen Glass, Pro Longwear Lipglass and Dazzleglass), single (non-refill, small-size) eye shadows (excluding Pro Longwear, Mineralize, and Pressed Pigments), and lipstick in the original black and silver bullet packaging.Viva Glam, Mineralize, Sheen Supreme, and Pro Longwear lipsticks, as well as lipsticks in special decoration packaging, are excluded. MAC Kids Helping Kids: started in 1994 where kids affected or infected by HIV/AIDS create images that are reproduced as greeting cards. 100% of selling price goes back to participating organizations. The MAC AIDS Fund: supports community organizations providing direct services to men, women and children affected or infected by HIV/AIDS. To date the foundation has raised over $295,000,000 USD since its inception in 1994. MAC Viva Glam: 100% of the purchase price of any Viva Glam product (lipsticks, lipglasses and holiday sets) goes to the MAC Aids Fund. Multiple Celebrities have endorsed the MAC Viva Glam products, such as: RuPaul, Lady Gaga, Cyndi Lauper, Elton John, Nicki Minaj,Christina Aguilera, Rihanna, Boy George, Ricky Martin, Dita Von Teese, Shirley Manson, Mary J. Blige and more.
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Market Analysis Seasonality/ Geography: Global (many stores all over the world) Seasonal products New Lines based on seasons New Lines based on popular media Opportunities: Ads towards new demographic to gain new clients Promote special edition lines more Animal activation (against animal testing etc) Phone application with tips and buying ability Easy phone store locater Boost YouTube views Threats: Animal cruelty allegations (many cosmetics brands) Every company coming out with similar colors in products Picking the wrong celebrity endorsement Targeting toward a niche market Companies with more natural ingredients Fake/ bootleg products Overall Industry Trends: Lines/ special edition celebrity products Natural ingredients for skin health care Grunge/ bolder looks (Dark lips, bold eye shadows) Eyebrows- statement makers (very busy and dark, or even bleached for the no hair affect) Contouring- highlighting the face for a bronze look Metallic touches- all over the fashion week runway shows Big bold eyelashes- baby-doll/manga style.
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Target Market Analysis Describe the target market approach: MAC Cosmetics markets to their demographics via online ads, heavy magazine ads, and celebrity endorsements Describe demographic/psychographic profile of the market (MRI+): Women ages 25-44 that have attended and graduated college Women that are in the business or management field The top tier of annual income of between $75,000- $149,999 Women who are engaged Mixed racial background Describe the following characteristics of targeted customers: Long-lasting highly pigmented full coverage make-up and make-up accessories. Women and men who want a fresh edgy look. MAC is the highest recognized cosmetic brand in the world, second only to Covergirl. It’s competitively priced and used heavily in the fashion industry.
Quantitative Analytics: Trend of Visits per month, demographic web analytics Compete Highest trends of visits per month is 554,415. December of 2013 Current trends of visits per month is 419,790. September 2014 Current compete rate 5,527 for September 2014 Alexa Global ranking: 17,161 United States ranking: 5,017 Bounce Rate: 31.4% Daily time on site is 4:04 minutes Mostly women visit the site mostly from home and work Have had some college 55.2% of user from the United States, 4.9% from Brazil, and 3.6% from Canada Upstream sites are Google.com with 27.7%, Facebook with 5%, yahoo.com with 2.7%, google.ca with 2% and YouTube with 2%
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Movie Break Down: Semiotics Looper
I was in a Semiotics for Popular Cultures class and we learned how to interpret the meanings of signs and symbols in advertisings and in popular media. Our final project was to pick a movies breakdown the symbolism in the movie and why it relates to our culture. I chose to do the movie LOOPER because I felt like this movie was close to how man kind will end up (not including the telekinesis and hovercraft’s). I broke down the most important characters and what they meant to the main character and his development throughout the movie.
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Background In the future if you want someone dead you have to send them back in time to a Looper. That Looper kills the person and gets rid of the body. Joe lets his future self escape as his loop. Finds out his future self wants to kill the kid that turns into a tyrant. Leads Joe on an adventure in finding himself and the right thing to do.
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The Silver Symbolizes Joe freedom and prison at the same time. His escape when he is out of the business of killing. He sells out his friend to keep his money, or better his freedom. A new beginning. Joe’s always keep half of his silver payment after a kill. This way he has money to fall on when his loop closes. It not only is a symbol for his freedom, but is also a symbol of how trapped in the looper life he is. Has to give up his friends location so they won’t take away his silver. Symbolizes how he relies on the money for his future more than his friendships. It also symbolizes a new beginning for Sara and Cid at the end of the movie. He is driving a car that is filled with all of his silver and gives it to her in to start a new life. It symbolizes Joe’s sacrifice for them.
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Full Circle Everything in the movie comes full circle in the end. Joe is a symbol of Cid’s future. It all starts to make sense to him. Joe realizes everything is a symbol of what the future is going to hold. His future self is the cause of what is going to happen to him. He is the reason why Cid becomes the Rain maker. He has to sacrifice himself to save Sara and save the future. He is the symbol of a peaceful future and the reason the Cid finally believes Sara is his mother.
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